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With a £31 million advertising spend, extensive prime-time terrestrial television coverage, outdoor advertising, print advertising and extravagant Point of Sale solutions, Red Bull is gearing up to make a big impact on the 35,000 spectators who will line the shores of the River Thames in London on 2 and 3 August, 2008, to watch the world's top pilots soar to victory at speeds of up to 250mph in the fifth leg of the Red Bull Air Race World Series.

Last year the race was a great success with sales volumes were up 32% in the On trade and an additional 62,634 cans were sold during the air race period in July. Overall last year's event deliverd Red Bull's six biggest weeks of sales ever at 32.5 million cans were sold in July 2007 with £4.11 million worth of sales generated in the week leading up to the Air Race alone.

This year Red Bull's interactive Air Race Bar will make its debut across the UK in selected bars. The surface of the unique iBar functions as an interactive screen that allows people to interactively watch a selection of visuals such as the air race.

Jamie Rake, Red Bull Head of On Trade said: "The Red Bull Air Race is such an amazing weekend. It was the first event I went to after starting here and watching the planes racing down the Thames with the backdrop of Canary Wharf and the O2 was something special! We're really looking forward to this year's event and trialling some exciting new ways of bringing the Red Bull air Rie to life in the on Trade. Last year saw a 32% increase in sales, let's see if we can do even better this year."